Notes on Logo Branding

Notes on Corporate Identity and Logo Branding by Liam Conley

Brand

-The perceived emotional corporate image as a whole, it is the reputation both claimed and perceived

Branding

-A organizations brand or branding is essentially their public image

-A designer can create the framework for a brand, colors, fonts, artwork, style…but the audience completes the brand through an emotional reaction with it

Branding example

-Apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes

-When people use the products they connect to the brand emotionally

What is Identity?

-Corporate Identity is comprised of the visual aspects that form the brand

-Close attention is paid to executing a consistent experience for the viewer

What is Identity Design?

-The corporate identity includes strict usage of colors, font families, graphic elements and other guideline, usually detailed in a corporate identity guide

-The identity can include the logo, logo variations, business cards, labels, envelopes, and letterhead stationary

What is a logo?

-A logo is used for identification

-A logo is the simplest was=y a company or organization can represent itself, through the use of a mark or icon.

Summary

-Brand-the perceived emotional corporate image as a whole

-Identity- the visual aspects that form part of the overall brand

-Logo-Identifies a business in its simplest from via the use of a mark or icon

Logo Design

Why Vector Art?

-We create logo’s as vector art because it is flexible, powerful and easily edited, this is important when clients want to make changes

-Vector art can be scaled

Pencil to Vector

-Creating a logo design requires many phases

-many meetings and review sessions are required to arrive at a design that works

-Converting a simple pencil sketch to vector art requires establishing graphic style, color, line and shape

Final Art: Graphic Style

-Decide what your “graphic style” will be

-Will it be bold, simple and cute?

Or sleek, technical and sedate?

Or cartoony, fun and cool?

Or high tech and 3ds?

-There is a wide range of styles to choose

-Choose what fits your concept and market

Line quality

-Line Quality refers to the smoothness and precise nature of your lines

-We use the pen tool to create perfect smooth lines

Line shape

-if you have line art in your logo your line shape is important

-Do you want an artistic look to your line? Try a Custom “Art Brush” from the Brush library

Color Matters

-Color makes a huge difference; use colors that are appropriate for your design

Logo Design Rules

-Describable

-Effective without colour

-Memorable

-Scalable

Design Styles

-Style 1: typeface focused. This style relies on a typeface to create the logo design, creativity is utilized in the proximity

-Style 2;mixing typefaces. This style uses 2 different fonts must be similar

-Style 3: typeface + graphic elements

-Style 4: typeface + shape/symbols

-Style 5:Graphic focused design. Typeface plays a supporting role